Cart Abandonment Rate

Discover how Cart Abandonment Rate measures the percentage of shoppers who add items to their cart but leave without completing a purchase. Learn how to monitor, analyze, and reduce this rate to boost revenue and complete more transactions.

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KPI Details for Cart Abandonment Rate

Category

Marketing, Ecommerce
Type

Lagging Indicator
Calculation

Cart Abandonment Rate (% )= ( Total Carts Created−Completed Purchases / Total Carts Created​ ) × 100
Measure

Tracks the percentage of online shoppers who exit after adding items to their cart, helping businesses identify drop-off points and improve checkout processes.
Data Sources:

Shopify, WooCommerce, BigCommerce, Google Analytics, Klaviyo, Hotjar, Magento.
Frequency

Tracked weekly or monthly to monitor checkout performance and optimize customer journey.

Example target

Reduce cart abandonment rate by 15% in Q3 by streamlining the checkout process, enabling guest checkout, and using cart recovery emails.

Example Reports Use Case

An eCommerce Manager tracks Cart Abandonment Rate to evaluate checkout performance. If abandonment increases, they may simplify the form, add trust badges, or retarget users with personalized emails.

KPI Example

Best Practices for Cart Abandonment Rate

  • Simplify the Checkout Process

    Minimize steps, enable autofill, and reduce required fields to streamline conversions.

  • Offer Guest Checkout

    Allow users to complete purchases without forcing account creation.

  • Use Exit-Intent & Recovery Emails

    Trigger timely reminders or discounts when users abandon carts.

  • Be Transparent About Costs

    Avoid unexpected fees and clearly display shipping costs early in the process.

What is Cart Abandonment

Cart Abandonment is a key performance indicator (KPI) that measures the percentage of online shopping carts that are created but not carried through to a completed transaction. It reflects the proportion of customers who show purchase intent by adding items to their cart but leave the site without finalizing the sale. Common reasons for cart abandonment include unexpected shipping costs, a complicated checkout process, or other inconveniences. Tracking this metric is crucial for e-commerce businesses, as a high abandonment rate signals potential barriers in the purchasing process that need to be addressed to improve conversion rates and overall revenue.

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